Satoru Iwata

Quotes are word for word from the source.

• Technology and expression

  “Although many believe that technology automatically enables more realistic expression, I believe that is just not correct.”

  Our noteDiscussing the relationship between technological advancement and creative expression in games.

• Avoiding technology traps

  “But if we are just focusing on technology and investing in an IT manufacturing plant to come up with higher performance processing [chips], we will not succeed.”

  Our noteExplaining why raw processing power is not the sole key to success.

• Practical technology application

  “Nintendo is applying the benefits of advanced technology, but we're using it to make our machines more power-efficient, quieter and faster to start.”

  Our noteDescribing Nintendo's different approach to using hardware advances.

• Expanding the audience

  “We are trying to capture the widest possible audience all around the world. In other words, we are trying to capture the people who are even beyond the gaming population.”

  Our noteResponding to the idea that Nintendo is a niche player in the market.

• Appealing to instinct

  “I've never once been embarrassed that children have supported Nintendo. I'm proud of it. That's because children judge products based on instinct.”

  Our noteAddressing the perception that Nintendo products are only for children.

• Identity and passion

  “On my business card, I am a corporate president. In my mind, I am a game developer. But in my heart, I am a gamer.”

  Our noteOpening his keynote speech about his personal connection to the industry.

• Organizational energy waste

  “There is a vast amount of energy which disappears inside organisations, or is expended going in directions which don't end up leading anywhere.”

  Our noteReflecting on how internal alignment affects a company's total power.

• Fair pricing models

  “I don't think it's reasonable to make someone pay for a game and then make them prepare a network connection and charge a monthly fee”

  Our noteExpressing his views on subscription fees for online gaming.